Paid Social
June 15, 2020

What Goes into a Paid Social Campaign

Social media advertising is currently the third on the list of the total global ad spend rank, just after TV and paid search. With 2.5 billion active users on Facebook, 1 billion on Instagram and 330 million on Twitter worldwide, it’s a place where consumers are for a variety of reasons. 


In this article I’ll break down what exactly goes into a paid social campaign and share our recipe for social media advertising success that we use with our clients (for example, a London-based tech startup kwiff we worked with gained 350k+ of new depositing customers over 2,5 years).

Point 1: Strategy 


The first ingredient that goes into a paid social campaign is your strategy. 


You are going to want to focus on defining your goals, your key performance indicators (KPIs) and do some competitor research. 


1. GOALS

When defining the goals for your paid social campaign, try to think of the things that are going to move the needle for your business.

Then try to see how those goals can be translated into a paid social campaign.

2. KPIs

Key performance indicators are metrics that you can assign to those goals. 


One of the reasons digital marketing is so powerful is because you can measure things. Make sure you take advantage of that by defining your KPIs. 


Example: 

You know you need to acquire 100 new paying customers every month for the next three months to hit your financial and growth goals. 


That means that the campaigns main goal (in this case) is to bring in new customers.


You can then assign your KPI as number of new customers. 


Now you know your goal & KPI, you will be able to tell if your campaign is successful or not. 



3. Competitor Research


Competitor research is something that you should always include into your digital activities.


Understanding what is working and what’s not working for your closest competitors is an incredibly powerful advantage and can save large sums of capital and advertising spend.


Try to checkout some social listening tools if it’s something you are looking into deeper, such as Hootsuite, Sprout Social, Buzzsumo...there’s a massive list.


Point 2: Funnel Map 


There’s many names, variations and applications of a “funnel map” such as “customer journey”, but we use the term funnel map when we are talking about paid social campaigns.


A good funnel map is a clear visual overview of your campaign. 


It contains top level details such as avert audiences, advert objectives, type of creative content. 


It should give a quick snapshot into all the steps involved that allow whoever is viewing it to understand how one section of your campaign fits into the rest.



Point 3: Audiences


You need to have well defined audiences and ensure that they do not overlap. 

Knowing your target audience and buyer personas thoroughly will help you build audiences for your paid social campaigns that are more likely to buy, consume and advocate your product.

In your main business strategy you should have defined your main target audience & some buyer personas. 


If you don’t have access to this information, try to think about who it is that benefits the most from using your product and is likely to buy, use and advocate your product.


Put some research into how these personas and audiences spend time in the digital space. Here is a small example of some of the questions you should be asking:


  • Which pages/profiles do they follow?
  • What are their interests?
  • What are their demographics?
  • Have they interacted with your brand before in the digital space?


The more you can answer the better.


Knowing your target audience and buyer personas thoroughly will help you build audiences for your paid social campaigns that are more likely to buy, consume and advocate your product.

Point 4: Creative Content


Creative content is an incredibly important ingredient. 


There are three main things to focus on when creating content for paid social campaigns:

Thumb Stopping.
Engaging.
Goal Focused.


There are three main things to focus on when creating content for paid social campaigns:

Thumb Stopping.
Engaging.
Goal Focused.

We have all experienced the incredible & overwhelming amount of noise on social media. 


It’s impossible to scroll through your feed without being bombarded by multiple adverts. 


It’s only natural that as humans, we begin to tune out most of the noise.


That’s why we focus on these three things to help us cut through that noise and maintain effective marketing communication.

Creative Content: thumb stopping, engaging, goal focused.


Download the full case study of kwiff and learn how they acquired over 350k+ new customers

Point 5: Copywriting


Creative content goes hand in hand with copywriting in the paid social domain. 


Most of the time both of these components are shown together.

Your visual content of the Facebook Ad will appear along with the ad copy, your brand name and CTA in most cases.

This means, we have more than one piece of prime real estate to make use of during our advert. 


When writing make sure that you keep your goal in mind. 


You want your copy to be written in the tone of voice that matches your brand (think narrative, language & context) but still drive your audience to take the action that will help you achieve your marketing goals.

Point 6: Landing Pages

You should even go as far as to remove the navigation from this page, so that the traffic literally has only one choice when they come to the page (to convert, of course).

Most of the time you are going to be using your advert to drive traffic to a certain destination. Sometimes this is the App Store, sometimes this is a Landing Page communicating a welcome offer.


Anna Money - great example of a Landing Page.

Traditionally a Landing Page is where you want people to “land” after clicking on your advert. 


This should not be your Home Page, this should not be your About Us Page. 


This should be a bespoke page that has been created with one objective in mind - the thing that is going to move the needle for your business. 


You should even go as far as to remove the navigation from this page, so that the traffic literally has only one choice when they come to the page (to convert, of course).


We have a great guide on how to create an effective landing page here.

Point 7: Tracking & Attribution


Arguably one of the most important ingredients. 


You need to have your tracking & attribution clearly defined and integrated before you start spending. 


The complexity of this can range, depending on what type of customer journey you have. 


But platforms like Facebook make it very easy to integrate with their advertising tools so you can have a clear picture of what you are spending your money on. 


It’s important to stress here that if you do not have your tracking in place then you are burning large amounts of your capital and ad spend. 


Think of tracking as the light in the dark, and integration is the candle that provides that light. 


If you do not have your tracking in place then you are burning large amounts of your capital or ad spend.

Point 8: Measurement & Optimisation  


If you have your tracking setup correctly, you are going to want to make sure that you are measuring your results regularly. 


If tracking is providing the data, then measuring is reading that data and making sense of it.


You should be able to make some clear learnings from the data.


Once you have made some learnings, you can make changes that further improve the performance of your campaigns. 


For example, you can see that advert A is out performing advert B. You then know that you can turn off advert B and increase the spend on advert A. 


This is a very simple example, but you get the point. 

Point 9: Reporting


Finally you are going to need to make sure that you have reporting in place. 


There are usually multiple stakeholders in companies when it comes to digital marketing. 


This can range from investors to CEOs to CMOs, all the way down to digital marketing execs. 

It’s important to have a centralised report where these stakeholders can quickly get a snapshot of performance and understand if things are working or not.

It’s important to have a centralised report where these stakeholders can quickly get a snapshot of performance and understand if things are working or not. 

We typically use Supermetrics & Data studio to provide a live dashboard that  our clients can always see the performance of their campaigns - 24/7. 

We couple this with weekly & monthly reports where we summarise the activity, explain retrospectively what we have learnt and how we will apply that moving forward.

Thanks for reading!

Of course, get in contact with us via the button below if you want to talk about any digital marketing projects. We are well connected with many agencies within the UK so we’ll do our best to make sure you get pointed in the right direction if we can’t help ourselves!

Be sure to connect on LinkedIn and Twitter - feel free to reach out with any suggestions or questions! Happy to chat all things digital. We’ll be dropping content regularly for those who want to grow their business using the digital space, with a focus on digital marketing. 

Stay safe!
Omar

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Article links:

[1] https://blog.hootsuite.com

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